Weet-Bix Blue Box

Because Aussie kids are Weet-Bix kids

In 2015, CZ won a competitive pitch to create the new 2016 campaign for the traditional Weet-Bix ‘Blue Box’. Weet-Bix sales have been bucking the recent national trend of declining breakfast cereal sales.

Our job was to build on that base, by re-engaging with Weet-Bix kids of all ages - putting the Blue Box back on their shopping list and a smile on their faces. We were asked to ensure our creative worked with their existing assets only and that the creative concept reflected their central organising idea - ‘Raised on Weet-Bix’.

02/
Our light bulb moment!

When we examined the client’s values of Health, Hope and Happiness, we saw a brand with strong future-focussed aspirations. However, we felt their over-arching ‘Raised on Weet-Bix’ idea was, conversely, tending to look back nostalgically, at our childhood. This was a disconnect we needed to address before we could truly meet the brief.

03/
Change the conversation and revitalise a classic

We challenged the client’s thinking and they agreed on a new raison d’être: “Weet-Bix. Raising a Nation.” This new approach is timeless, inclusive and refers to the past, present and future of Weet-Bix.

We saw the ‘Aussie Kids are Weet-Bix Kids’ song as the most undervalued asset in the Weet-Bix cupboard. And, as a classic tune with high recognition value, it had the greatest ability to get noticed and remembered. And of course, to make people smile.

We asked Australians to re-write the lyrics to the song, with $10,000 in prize money up for grabs. Hundreds of entries came from all corners of the nation.

04/
Give it the rock star treatment

We then asked Australian celebrities to record the new version. We added in a symphony orchestra and children’s choir for good measure... to show that everyone is a kid at heart. A classic Aussie jingle is reworked into a memorable piece of music that will live long after the TVC finishes its run.